With modern business so defined by customer centricity, it seems an absurd statement of common sense to suggest that the way to get customers back on side after a poor experience is to make them happy again.

That's obvious right? Sort of, except that many companies simply apologise for downtime and then carry on regardless.

Email continues to be an extremely important marketing channel, so it's important to know how well your email efforts are performing.

But while it’s easy to find out how many clicks, opens and so on your emails are getting, it can be difficult to understand the significance of those numbers without having something to benchmark them against.